The popularity of Snapchat is leading many marketers to experiment with it as a platform -- just this week we've seen a campaign from Adidas that lets people design outfits using the app. Lay's is another brand that's tapping into Snapchat fever, but this time with an outdoor campaign that mimics that Snapchat lens.

The brand set up augmented reality posters in a Madrid shopping mall and let people take humorous soccer-themed selfies to mark the start of the soccer season in Europe. Participants could select one of Lay's new pack-designs to match their team's shirt colour, add other real-time animations such as beards, brows and face paint, and then share the selfie online. The digital six sheet, created by Grand Visual, boasted facial recognition technology, real-time motion tracking and augmented reality software, to enable the layering of facial effects. The stunt was filmed and is being used as a social video.